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branding

In Chapter 4 of my upcoming book on influence, I discuss Maslow’s six needs. One of these core needs is the need for certainty. Our brains need it to assimilate information. In order to do this, we need a degree of certainty. Here are some additional thoughts on certainty.

When we look at human’s earliest writings or even pictographs, we see them telling stories.

We know this to be true. When you return to work each Monday, you probably get asked, “How was your weekend?” You don’t then list out a set of facts. Most likely, you tell a compelling story to reveal why your weekend was either amazing or horrible.

Every year companies spend billions of dollars on branding — logos, color palettes, taglines, and more — yet they often spend little to no time on the most important piece of their brand, which is creating experiences that create stories. Stories are one of the most powerful ways to create connection and trust with others.